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Product Level Planning Marketing Control

The document outlines the process of product-level planning and marketing evaluation, emphasizing the creation of specific marketing plans that align with business goals. It details the components of a marketing plan, including situation analysis, marketing strategy, and financial projections, while also discussing various types of marketing control. Key examples from Indian companies illustrate the application of these concepts in real-world scenarios.

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15 views18 pages

Product Level Planning Marketing Control

The document outlines the process of product-level planning and marketing evaluation, emphasizing the creation of specific marketing plans that align with business goals. It details the components of a marketing plan, including situation analysis, marketing strategy, and financial projections, while also discussing various types of marketing control. Key examples from Indian companies illustrate the application of these concepts in real-world scenarios.

Uploaded by

hsatish442
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Product Level Planning &

Marketing Evaluation and Control


Introduction to Product Level
Planning
⚫ Refers to preparing a specific marketing plan for an
individual product or product line. (Book my activity)
⚫ • Aligns marketing efforts with business goals.
Nature of Marketing Plans
⚫ • Strategic blueprint for product growth
⚫ • Guides decisions related to 4Ps
⚫ • Helps allocate resources effectively
Contents of a Marketing Plan
⚫ 1. Executive Summary
⚫ 2. Situation Analysis
⚫ 3. Marketing Strategy
⚫ 4. Marketing Mix Tactics
⚫ 5. Financial Projections
⚫ 6. Implementation & Control
Executive Summary
(Example: Amul Ice Cream)
⚫ • Brief overview of the product’s goals and strategies
⚫ • Key metrics: Market share, sales targets, profit
margins

⚫ Example: Amul launched sugar-free ice creams for


health-conscious consumers in Tier 1 cities.
Situation Analysis
(Example: Marico’s Saffola)
⚫ • SWOT Analysis
⚫ • Industry Trends
⚫ • Competitor Analysis
⚫ • Customer Insights

⚫ Example: Marico used increasing awareness of heart


health to position Saffola oils.
Marketing Strategy
(Example: Tata Nexon EV)
⚫ • Segmentation, Targeting, and Positioning (STP)
⚫ • Product Differentiation
⚫ • Value Proposition

⚫ Example: Tata Motors targeted urban eco-conscious millennials


with Nexon EV.
⚫ Millennials and Gen Z living in urban India.
⚫ Tech-savvy, environmentally aware, and looking for sustainable
mobility solutions.
⚫ Primarily salaried professionals and entrepreneurs aged 25–40.
⚫ Prefer smart technology, connected cars, and cost-effective
electric alternatives.
Marketing Mix (4Ps)
(Example: Patanjali Cow Ghee)
⚫ • Product: Traditional + Ayurvedic
⚫ • Price: Competitive pricing
⚫ • Place: Patanjali stores + Kirana shops
⚫ • Promotion: Swadeshi sentiment & celebrity
endorsements
Financials
⚫ • Sales Forecasts
⚫ • Marketing Budget
⚫ • Break-even Analysis
⚫ • Profitability Projections

⚫ Example: Marico allocates 10% of Saffola’s sales


revenue to digital campaigns.
Controls
⚫ • Defining Key Performance Indicators (KPIs)
⚫ • Responsibility Assignments
⚫ • Monitoring Tools
Marketing Evaluation & Control –
Concept
⚫ • Systematic measurement and comparison of actual
performance with goals
⚫ • Helps identify deviations and corrective actions
Types of Marketing Control
⚫ 1. Annual Plan Control
⚫ 2. Profitability Control
⚫ 3. Efficiency Control
⚫ 4. Strategic Control
Annual Plan Control (Example:
Dabur Honey)
⚫ • Monitors sales, market share, customer feedback
⚫ • Monthly/Quarterly review meetings

⚫ Example: Dabur Honey checks ad effectiveness


through customer feedback and digital KPIs.
Profitability Control
(Example: Britannia Cakes)
⚫ • Profitability by product, region, segment
⚫ • Profit Contribution Analysis

⚫ Example: Britannia found higher margins in mini


cakes in urban markets.
Efficiency Control
(Example: Flipkart)
⚫ • Salesforce productivity
⚫ • Advertising efficiency
⚫ • Distribution effectiveness

⚫ Example: Flipkart optimizes last-mile delivery based


on customer location data.
Strategic Control
⚫ • Evaluates long-term goals and strategies
⚫ • Is the marketing plan aligned with the firm’s mission?

⚫ Tools: Marketing Audit, Balanced Scorecard


Marketing Audit
(Example: Reliance Jio)
⚫ • Comprehensive, independent review of marketing
environment, objectives, strategies, and activities.

⚫ Example: Post-2020, Jio re-evaluated its product


bundling and pricing strategies.
Summary & Takeaways
⚫ • Product-level planning ensures market relevance and
business alignment.
⚫ • Evaluation & Control ensure course correction and
strategy refinement.
⚫ • Indian companies are leveraging robust planning and
control mechanisms.

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